Xcentric Mold & Engineering

A stats-based strategy that shines

111% ↑

conversion volume, while cost per conversion ↑ just 16%

8% ↑

search impression share for key service offerings

2.1%

Click-through rate for that same service line (up from 1.1%)

Challenge

In an increasingly competitive business environment, Xcentric Mold & Engineering needed to ensure they were positioned and considered among market leaders. The company wanted to increase spend in a way that was both responsible and strategic, and find a balance that maintained high conversion volume and conversion rate at a reasonable cost per acquisition. Xcentric Mold & Engineering also sought a marketing strategy tailored to drive aggressive ROI benchmarks; smartly, the company understood how critical it would be to see which elements of paid search campaigns were more or less profitable.

Researched consumer behavior to adjust display-remarketing campaigns, which enabled Xcentric to prevent leads from falling out of the funnel during a prospect’s consideration process. These strategies also gave higher search preference to users who had previously interacted with the company, which boosted conversion rates significantly.

Incorporated device-based bid adjustments, which were integrated into campaigns to reach users at important moments of their buying journey.

Utilized advanced attribution modeling, based on industry buyer behavior, to serve ads to users at critical moments of the sales cycle.